Here’s the Best Definition of Marketing on the Internet

This week, I’m going to demystify the mystical world of ‘Marketing’ for you.

Marketing, simply put, is the single most important activity to spend your time on in any new business venture. You can have the best product in the world, but if no one knows about it - it may as well not exist.

What a tragedy.

Sales and marketing (and therefore Advertising) is one of the most high leverage skill sets to learn in business.

The problem is, most people think it’s ‘below’ them. Sales is for highschool dropouts and degenerates… The NPC’s of the world.

Not so.

One thing I learned early on in my journey: Your job as CEO (of a company, or even your life) is to SELL.

When you think about it, your always selling something in regular day to day life; Selling A product. A service. An idea. A plan (i.e where to go for date night) etc.

This involves understanding needs, communicating benefits, and often negotiating terms. It's a fundamental skill that plays a role in many aspects of daily life, not just in business or commerce.

To think sales is below you, is to fail before you’ve even started. If you’re not championing and shouting about your product or service from the rooftops, who is?

At the start, CEO is Chief Salesperson. Your entire job is cashflow.

You came up with a great idea, now it’s time to get it out in front of as many relevant people as possible.

So, where to start?

I find it always best to being at a conceptual level, breaking it down to fundamental first principles.

Sometimes, if your social media algorithm is working for you, and not trapping you in the doom scroll, it has the capacity to present some quite valuable information your way, as was the case this week.

I came across a fantastic post that eloquently encapsulated what ‘Marketing’ is. Here’s how it went:

“If a circus comes to town and you put up a sign: That’s Advertising.

If you put the sign on the back of an elephant and walk it into town, that’s Promotion.

And if the elephant walks through the mayors flower bed, and the local newspaper writes a story about it, that’s Publicity.

And of course, If you get the mayor to laugh about it, thats Public Relations.

But if you tell them about the various entertainments booths you’ll have, the fun they’re going to have and answer their question” that’s Sales.

Any if you planned the entire thing - that’s Marketing.”

Building on this vibrant analogy, the actionable steps to harness the full power of marketing involve a multi-faceted approach. Let's break down the components and translate them into practical steps you can take to elevate your marketing game:

1. Crafting a Message (Advertising)

- Identify Your Unique Selling Proposition (USP): What makes your circus—or business—stand out? Is it the fastest acrobats, the oldest elephant, or perhaps an innovative product? Pinpoint this and make it the centerpiece of your message.

- Design Compelling Visuals and Copy: Create eye-catching designs and persuasive copy for your ads. Remember, the goal is to make people want to learn more about your offering.

2. Creating Visibility (Promotion)

- Leverage Multiple Channels: Don't just stick to one sign; use social media, email marketing, influencer partnerships, and even unconventional platforms like podcasts or local events to promote your offering.

- Engage Your Audience: Make your promotion interactive. Use quizzes, contests, and live events to engage potential customers. The more they interact with your brand, the more likely they are to attend your "circus."

3. Generating Buzz (Publicity)

- Craft Newsworthy Stories: Just like the elephant in the flowerbed, find something unique and interesting about your business that will get people talking. This could be an innovative product feature, a charitable initiative, or an unusual marketing campaign.

- Reach Out to Media: Don't wait for them to come to you. Pitch your story to local newspapers, blogs, and even TV stations. The more unique and compelling your story, the higher the chances of getting covered. PR done right, can be a powerful lever.

4. Building Relationships (Public Relations)

- Engage with Community Leaders: Just as getting the mayor to laugh can change the narrative, engaging with influencers and thought leaders in your industry can significantly boost your credibility and reach.

- Maintain a Positive Image: Actively manage your online reputation by responding to customer feedback, engaging in social media, and showcasing positive testimonials and reviews.

5. Closing the Deal (Sales)

- Highlight the Benefits: Like detailing the entertainment booths and fun experiences, make sure your sales messages clearly articulate the benefits of your product or service. How will it solve a problem or improve the customer's life?

- Provide Excellent Customer Service: Be ready to answer questions, offer demonstrations, and provide reassurances to potential customers. The more confident they feel about your offering, the more likely they are to buy.

6. Orchestrating the Strategy (Marketing)

- Develop a Comprehensive Plan: Like planning the entire circus, outline your marketing strategy from start to finish. This includes identifying target markets, setting objectives, budgeting, and choosing the right mix of marketing activities.

- Analyze and Adjust: Continuously monitor the effectiveness of your marketing efforts and be ready to pivot as necessary. Use analytics to understand what's working and what's not, and adjust your strategy accordingly.

By following these actionable steps, you can ensure that your marketing efforts are comprehensive, cohesive, and ultimately successful in attracting and retaining customers.

Remember, effective marketing is about telling the right story to the right people at the right time—and making sure that story is so compelling they can't help but be part of it.

Let’s go get it this week 🚀

-Lou Antonio

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